The buyer’s guide to lead quality

This guide is written for the person signing the invoice. It assumes you have been burned before, that you think in cost per acquisition, and that you have no interest in marketing language.

1 Define what a lead is before you buy one

Half of all lead disputes come from never agreeing the definition. Write yours down and make the supplier agree to it in an email.

• A homeowner (not a tenant, unless you accept those)
• In your named postcodes
• Who asked for a quote in your service, in the last 24 hours
• Reachable on the number supplied
• Sold to you and nobody else

2 What a good lead record contains

• Full name and a valid UK mobile number
• Full postcode and address line
• Service requested and any specifics (roof type, opening count, system age)
• Property type and ownership status
• Enquiry timestamp and source page URL
• Consent wording and consent timestamp

3 Run a structured test, not a vibe check

Buy 30 to 60 leads over two to three weeks, in one vertical, in your best postcodes. Ring everything within minutes. Log every outcome in one sheet.

4 Negotiate the terms that protect you

• Weekly volume cap you control
• Pause with no notice period and no minimum term
• Clear invalid-lead definition and a replacement window
• Postcode exclusivity where it matters to you
• Named contact who answers the phone when something goes wrong

5 When to walk away

• They will not name the source of the enquiry
• Exclusivity is described as "limited sharing"
• Replacements require a manager's approval every time
• There is a minimum contract before you have seen a single lead